The SDR Benchmarks & Metrics below are great guidelines to reference and use to set-up your SDR function or to make adjustments to an existing team.

As sales teams know all too well, a bucket of leads is not what sales reps desire. And, when the right leads are created there is still a chance for failure because of poor Sales & Marketing hand-offs.

The Bridge Group surveyed over 300 B2B companies with sales development teams and key highlights from the Sales Development 2016 Report are summarized below.

SDR Benchmarks & Metrics – Percentage of SDRs Reporting to Sales

64% – Exclusively Inbound Qualification

58% – Mostly Inbound Qualification

72% – Inbound & Outbound Focus

80% – Mostly Outbound Qualification

86% – Exclusively Outbound Prospecting

SDR Benchmarks & Metrics – SDR Models in Use

Setting Introductory Meetings – 38%

Setting Semi-Qualified Meetings – 18%

Passing Fully Qualified Opportunities – 42%

Setting Introductory Meetings – prospect has an understanding of the value proposition but have not been qualified as to their readiness or ability to move forward

Generating Qualified Opportunities – a meeting is trying to be set but the prospect has moved from curiosity to interest and meets or exceeds the minimum threshold criteria

The Percentage of Companies That Use Setting Introductory Meetings & Generating Qualified Leads

Companies with revenue less than $5M, 37%

Companies with revenue of $5M – $19M, 52%

Companies with revenue of $20M – $49M, 56%

Companies with revenue of $50M – $99M, 58%

Companies with revenue of $100M – $249M, 62%

Companies with revenue of $250M+, 67%

SDR Benchmarks & Metrics – SDR to AE Ratios

Multiple SDRs for 1 AE – 9%

1 SDR for 1 AE – 24%

1 SDR for 2 AE’s – 29%

1 SDR for 3 AE’s -16%

1 SDR for 5 AE’s – 14%

1 SDR for 5 AE’s – 10%

Companies With Multiple Locations by Revenue

Companies with revenue less than $19M, 28%

Companies with revenue of $20M – $49M, 46%

Companies with revenue of $50M – $99M, 42%

Companies with revenue of $100M – $249M, 47%

Companies with revenue of $250M+, 57%

SDR Benchmarks & Metrics – Top Primary Locations

California

Georgia

Massachusetts

New York

Texas

SDR Benchmarks & Metrics – Top Secondary Locations

Arizona

Colorado

Georgia

North Carolina

Utah

SDR Benchmarks & Metrics – Territory Planning is Driven By

Geography – 60%

Named Accounts – 23%

Round-robin – 23%

Verticals – 18%

Shark Tank Pool – 7%

SDR Benchmarks & Metrics – Average SDR Experience at Hire

2009 – 2.4 years

2010 – 2.5 years

2012 – 2 years

2014 – 1.8 years

2016 – 1.3 years

SDR Benchmarks & Metrics – Required Experience by ASP

Less than $25K, 1.1 years

$25K – $49K, 1.3 years

$50K-$99K, 1.4 years

$100K-$249K, 1.5 years

$250K+, 1.8 years

SDR Benchmarks & Metrics – Average SDR Ramp Time

2009 – 3.5 years

2010 – 3.2 years

2012 – 3.1 years

2014 – 3.8 years

2016 – 3.3 years

SDR Benchmarks & Metrics – Average SDR Tenure

2009 – 2.4 years

2010 – 2.5 years

2012 – 2 years

2014 – 2.2 years

2016 – 1.4years

SDR Benchmarks & Metrics – Average Compensation for SDRs

Base Salary, $46K

OTE, $72K

Base/Variable, 64%,36%

SDR Benchmarks & Metrics – SDR OTE By Year

2009, $77K

2010 – $74K

2012 – $72K

2014 – $72K

2016 – $72K

Drivers of Variable SDR Comp – Meetings

Approximately 40% of companies use the Number of Meetings Passed

Fewer Than 25% of companies use the Number or Value of Opportunities Won

Monthly Quotas for SDRs

Meetings Set, 21

Meetings Converted, 11

Generation of Qualified Opp’s

Qualified Opp’s Passed, 13

Qualified Opp’s Accepted, 9

Note: quota’s have an inverse relationship with ASP

SDR Benchmarks & Metrics – SDR Performance Against Quota

Achieving less than 30% of quota, 6%

Achieving between 30 – 49% of quota, 15%

Achieving between 50 – 69% of quota, 25%

Achieving between 70 – 89% of quota, 36%

Achieving more than 90% of quota, 17%

SDR Benchmarks & Metrics – SDR Contribution to Sales Pipeline by ASP

Companies with revenue less than $5M, 65%

Companies with revenue of $5M – $19M, 62%

Companies with revenue of $20M – $49M, 53%

Companies with revenue of $50M – $99M, 49%

Companies with revenue of $100M – $249M, 39%

Companies with revenue of $250M+, 40%

SDR Benchmarks & Metrics – Average Dials Per Day by SDR

2009, 46

2010 – 47

2012 – 56

2014 – 52

2016 – 46

Average Number of Attempts to Connect With a Prospect

2010 – 4.7

2012 – 5.6

2014 – 7.3

2016 – 8.2

Average Number of Leads an SDR Works per Month

Includes inbound and outbound

Less than 100, 8%

101 – 150, 13%

151 – 200, 23%

201 – 250, 11%

251 – 300, 13%

301 – 350, 4%

351 – 400, 13%

401 – 450, 3%

451 – 500, 10%

501+, 3%

The range for SDRs performing outbound prospecting was 150 – 200 per month

The range for SDRs performing inbound prospecting was 250 – 300 per month

About Peter

Peter is a strategic and visionary marketing executive and brand champion who has leveraged his unique combination of classical training and entrepreneurial experience at start-ups and F500 companies to transform technology innovations into multimillion-dollar revenue streams. His experience spans all areas of marketing, including go-to-market strategy and execution; brand identity and brand positioning; product development; sales and marketing leadership; customer acquisition and retention; and influencer and analyst relations. Peter consults with c-level executives, teaches at USF’s EMBA program and serves as an advisor to start-ups.

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About After 25 years of Marketing with F500 and startups, Peter formed Four Quadrant, LLC in 2004 so he could work with as many CEOs, GMs, VPS and VPMs as possible. The focus has always been to provide more experience than what an organization thought they needed to ensure that considerable value was delivered with each engagement, with the shortest ramp and the most efficient spend.